Suzi Beney

CMOs are contending with a widening gap between what they are expected to deliver and what they are actually funded to do. Growth targets, market share gains, and brand awareness goals continue to climb, while Marketing budgets have flatlined at around 7.7% of company revenue, 18% lower than the mean just four years ago. Yet,

Every Marketing Procurement team know their agency costs need scrutiny, but most are unsure if what you are paying is actually fair. Marketing spend is usually one of the largest and most opaque budget lines for any brand. Those new to the category will also quickly discover that it is one of the hardest to

Three of the top consultancies (McKinsey & Company, Bain & Company, and Boston Consulting Group) have each published forward-looking perspectives on how Marketing Procurement operating models must evolve to become AI-enabled, agile, and outcome-led by 2026. On the surface, their messages are strikingly consistent: AI will redefine workflows, Procurement must move beyond cost reduction, Marketing

Why Marketing Procurement Transparency Matters Marketing Procurement are tasked with proving value, eliminating waste, and ensuring every Marketing investment delivers measurable results. Yet many brands are still working with vague scopes, blended pricing, and unclear agency cost breakdowns. It’s the hidden details that create confusion and make it harder for Procurement, Marketing, and Finance to

Agency fees are often the single largest Marketing expense, yet many brands lack clarity on whether they are paying the right price. Without a clear understanding of local and global market rates, Marketing Procurement teams risk overpaying, misallocating budgets, and undermining agency relationships. Comparing agency costs and benchmarking rates provides the insight needed to ensure

Effective marketing budget management isn’t where creativity ends, it’s where optimization begins.   An effective marketing budget isn’t just about controlling costs; it’s about creating the space to experiment, innovate, and test different approaches using reliable data and benchmarking. Marketing teams want impactful, successful campaigns. Marketing Procurement wants return on investment (ROI) and optimization. The